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On Monday, Gucci will release its latest fashion film, a Gia Coppola-directed spin on the tragic Greek love story of Orpheus and Eurydice, set in present-day New York City and starring Lou Doillon, Marcel Castenmiller, Laura Love, Rocco Di Gregorio, among others. Coppola and stylist Arianne Phillips worked in tandem with Alessandro Michele to capture the dreamy feel of the hot-shot creative director’s Pre-Fall 2016 collection, which the film — shot across five locations and broken into four episodes — was created to promote. Michele even designed a custom pink 10-foot long wedding veil for Doillon’s character.
But while shorts like these are nothing new, the genesis of the film was fairly unorthodox. Instead of tapping its internal marketing team or a traditional agency, Gucci worked with 23 Stories, the branded-content studio launched in January 2015 by publishing giant Condé Nast. Beyond Gucci’s own marketing channels, the film will be distributed through six Condé Nast (US) properties — Vogue, GQ, the New Yorker, W, Vanity Fair and Pitchfork — which, together, attracted a total of about 32 million unique visitors in April 2016, according to Comscore. Beyond their URLs, those six publications boast a cumulative social media following of nearly 67 million. The film will also be promoted via Vogue China and Vogue Japan. Gucci and Condé Nast suggest the project is bigger and more ambitious than anything else either party has previously done in the branded-content space, both in terms of the level of talent recruited and also the scale of the production.
To be sure, the Kering-owned Italian luxury house has the resources and capacity to create video content like this on its own. But Gucci is after Condé Nast’s larger, and presumably more diverse, audience. For instance, Gucci has 8.8 million followers on Instagram while these six titles combined have about 18.5 million. In this deal, Pitchfork’s millennial male followers — an important demographic for Gucci under Michele — are as crucial to the equation as W’s affluent luxury consumer....
The march of native advertising continued this week, as Forbes dispensed with another traditional taboo. It put a native ad on the cover of its print edition for the March 2, 2015 issue, due out on newsstands on Monday.
The ad for Fidelity Investments calls out the FidelityVoice branded content inside the magazine; FidelityVoice is a regular feature in Forbes’ print and online publications, appearing as part of Forbes’ BrandVoice native ad offerings....
At a time when good-paying freelance assignments are harder to come by, many journalists are heeding the call of native advertising, where the pay is decent and the work is steady. But there’s a cost. Many worry about the impact on their credibility as a journalist. Some are even finding they aren’t so welcome back in newsrooms once they work for the business side.
In the latest in Digiday’s “Confessions” series, we talked to a veteran freelance writer who has written for top women’s magazines and other national publications about the dark side of native. In this case, the journalist was working for a publisher’s content studio, which assigned stories a given client wanted written....
Online advertising has grown exponentially since its foundation in the 90s. Now, online ad sales make up the majority of the industry, and savvy companies are directing the lion’s share of their budgets at the digital space.
Advertising through social media is nothing new, but so far, brands have been playing it safe, using many of the same methods that have already been successful in the past – combining banner- and text-link-style ads in news feeds and sidebars. But the possibilities of social advertising have yet to be fully explored.
The real power comes not from the reach of a company’s network, but from getting that company’s customers to do the outreach FOR them.
Social media is changing the way people view and interact with content online. While the idea of a website “page” has been a vital component in the way people understand the web, the use of feed-based content in Facebook, Twitter and Instagram has changed the concept of what a website IS. ....
Ask any lifestyle magazine publisher how they’re making up for declining print revenue, and chances are they’ll mention e-commerce. But while countless publishers are struggling to drive dollars via online shopping, there’s a growing number of e-commerce companies moving in the opposite direction.
In recent months, customers of online-only retailers like Rent the Runway, JackThreads and Birchbox have received catalogs—yes, those old-school, printed booklets—in their mailboxes, while flash sale site One Kings Lane has been sending out “magalogs” combining decorating tips with photographs of rooms populated by the site’s ever-changing inventory....
Facebook, Twitter, Pinterest are all moving to native ads. The native-social rush is on.
BIA/Kelsey estimates that social ad spend will reach over $10 billion by 2017 and that up to 40% or more of those outlays will go to native ads. In the social context, we define native ads as ads that are seamlessly integrated into a user's feed and are nearly indistinguishable from organic content.
...On Facebook, native ads in the News Feed generate 49-times higher click-through rates and a 54% lower cost-per-click than traditional placements in the right-rail sidebar. LinkedIn is making major investments in its native strategy and Pinterest is piloting native ads on its platform.
According to Jan Rezab, CEO of Socialbakers, a social media analytics company that works with Fortune 100 brands, "In the future, all advertising on social media will be native in-stream ads. The right rail and banners will disappear altogether."...
While Twitter and texting appear to be reducing our communications skills to the level of a grunt, there has been a spate of TV spots in which the power of the long copy has been applauded by the industry, consumers and award juries alike.
Spots like the multi-lauded “Born of Fire” spot for Chrysler by Wieden +Kennedy, which gave Detroit, a city considered lost for decades now, something to be proud of. These words didn’t just sell a car, they uplifted an entire city.I remember watching this ad in the jury room in Cannes and feeling the hairs on my arm stand up. It was also interesting that the power of the words were not lost on the international jury. Jokes and special effects used to be the way to win at Cannes. Maybe not so anymore....
Marketing forecast? Sunny with a chance of burritos... Who said content marketing isn’t fun? A recent Adweek story looked at three companies, including Taco Bell, who are buying real-time, mobile ads based on the weather. Twitter and The Weather Channel were quick to recognize the growing revenue possibilities in mobile marketing. They announced a deal to create custom content based on the weather and sell it to eager marketers....
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An ad is an ad is an ad. Or is it? Millennials have grown up with a media diet far different than the generations that came before them. Has that changed their media taste? Do brands need different types of ads to reach people of different ages? Google partnered with L'Oréal Paris to find out....
Doug Scott’s recent departure from OgilvyEntertainment, the successful unit he founded eight years ago, has raised questions about whether its WPP parent might fold it into another corporate entertainment sibling like media agency Mindshare Entertainment or GroupM Entertainment at the operating level. While Ogilvy execs say that isn’t in the works, such speculation still begs the larger industry question: As media, creative and PR agencies—along with production companies—vie to lead the growing number of marketer content initiatives, where should responsibility for branded storytelling reside? With traditional advertising becoming less profitable, everyone, obviously, is scrambling for these new income sources.
On the creative agency front, proponents argue that without a great concept born from understanding a brand’s narrative, long-form storytelling doesn’t hold an audience’s attention and justify the media expense....
It seems like everyone has something controversial to say about sponsored content these days, from John Oliver on HBO to even us here at Contently.Much of that controversy centers around two key questions: Is brand-backed content on publisher sites labeled well enough? And is it eroding the publishers’ editorial independence and reputation?
Now, a Google engineer has taken on this transparency and labeling challenge with a browser plug-in for Chrome and Firefox called AdDetector, that adds another layer of labeling to sponsored posts. It’s drumming up a fair amount of buzz in the media world already....
On Sunday's Last Week Tonight With Jon Oliver, the network took their commentary on the separation of business and journalism up a notch and completely annihilated sponsored content. Needless to say, it was hilarious.
...Oliver started off his rant by noting that he was lucky to work for advertisement-free HBO, where he is free to say that “Old Navy makes you look like a tacky murderer.” After that, Oliver delivered 11 full minutes of pinpoint jokes about native ads. Few escaped the fire, with The New York Times‘ Meredith Levien, TIME Inc. CEO Joseph Ripp, and BuzzFeed co-founder Jonah Peretti on the receiving end of Last Week Tonight’s hottest burns....
How news organisations are building commercial teams of former journalists who create paid-for content on behalf of brands...
The Huffington Post, in conjunction with parent company AOL, last month published a report which proposed that native advertising is "sponsored content, which is relevant to the consumer experience, which is not interruptive, and which looks and feels similar to its editorial environment".
Perhaps the easiest way to understand it is by looking at a couple of examples, such as the Guardian's 'what to wear on a date' video, sponsored by John Lewis, with clothes featured in the video from the department store, and BuzzFeed's '20 coolest hybrid animals', created for hybrid car Toyota Prius....
David Ogilvy is one of the biggest names in advertising, and since advertising is all about “big names”, that’s saying a lot. He created some of the most iconic advertising slogans and imagery in the world, and in 1962, Time magazine called him “the most sought-after wizard in today’s advertising industry.”
Even though Ogilvy created ads at another time, for another audience, his messages have endured for many decades. And the lessons learned from a lifetime in advertising agencies are still applicable today. Bloggers can learn a lot from the world of advertising agencies – about how to target an audience, to think creatively about content, and to manage your time and projects effectively...
A recent study conducted by BIA / Kelsey predicts that by 2017, social media advertising spending will have reached 11 billion dollars; a significant growth compared to 4.7 billion dollars last year. Business owners and investors are excited with this huge growth, but according to Ian Schafer, chief executive of Deep Focus, a full-service, interactive marketing agency, the ad agency may not be ready to deliver when 2017 comes.
Schafer points out the study conducted by YouGov, which showed that last year, only one out of 20 users in Facebook clicked at least one advertisement. In addition, less than ten percent of Facebook users think that targeted ads are relevant to their needs. One reason why Facebook ads have such a negative impact on users is because they appear to march into our private social media space, sending us spam messages, mobile banners, occupying the right side of our profiles, forcing us to watch 15 second video ads, and more....
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Thats phenomenal